Packaging Unboxd with Evelio Mattos

By The Packaging Design PodcastArts Design

Packaging Unboxd with Evelio Mattos episodes

February 25, 2024 Revolutionizing the Conference Experience: TDC's Impact on Personal and Professional Growth | Ep 162
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About the Guest(s):
Matthew Haynes is the visionary behind The Design Conference (TDC) based in Brisbane, Australia. As a former professional baseball player for the Cleveland Indians, Matthew transitioned into the world of design with a passion for fostering community and nurturing creativity. His focus on personal growth, spirituality, and the power of a supportive creative collective has allowed him to create a unique event that resonates deeply with the design community. With his experience, drive, and first-hand knowledge of the transformative power of positive networking, Matthew aims to reshape the traditional design conference into an empowering and life-changing experience.
Episode Summary:
In this engaging episode, Evelio and Matthew Haynes dive deep into the transformative world of design conferences, exploring how these creative gatherings can extend far beyond the exchange of industry knowledge. Kicking things off with an outlook on the upcoming TDC event in Brisbane, the conversation quickly escalates to cover a wide array of thought-provoking topics.
Matthew shares his approach to shaking up the traditional conference design by introducing inclusive nomination processes and fostering genuine connections among attendees. Reminiscent of a spiritual journey, the discussion traverses the intimate relationship between personal growth and design prowess. Matthew's commitment to serving the design community shines through as he unveils plans to develop a digital platform aimed at revolutionizing how creatives connect and collaborate.
Key Takeaways:
The Design Conference focuses on community, personal growth, and authenticity, going beyond conventional conference formats by incorporating spirituality into the design discourse.
Free-flowing nominations and reverse engineering costs are part of making TDC a more inclusive and valuable experience for attendees.
A deep connection to personal experiences and overcoming adversity fuels Matthew's philosophy on leadership and the intrinsic value of helping others.
Simplifying the complexity of personal and professional growth into daily acts of passion and dedication is key to propelling forward in life and one's career.
Matthew teases an exciting digital platform project intended to amplify the possibilities for creatives worldwide to fulfill their ambitions.
Notable Quotes:
"At the heart of a really great designer is a really great person. I truly believe that."
"And if someone hopped up on stage at TDC and didn't talk about design at all… talking about an anecdote of a twelve month period in their life where they used to do this and then they made this shift, that's what TDC is about."
"The conference for me is about owning your mind and owning your life and taking charge of what you want to achieve while you're here."
"The first rule of curating a great experience is changing it every year… predictability is the killer of a conference."
"I just think a lot of people just got a lot of shit going on, man. They don't know how to process it and deal with it, and they've never had anyone truly go, hey, dude, it's okay."
Resources:
The Design Conference Instagram: @thedesignconference
The Design Careers Instagram: @thedesigncareers
Mention of the song "Sit Around the Fire" by John Hopkins as an inspirational piece
Dive into the full episode to absorb the uplifting tales and insightful thoughts Matthew Haynes shares on design, life, and the unwavering spirit of community growth. Keep an ear out for more episodes that promise to illuminate and captivate minds within the creative industry and beyond.
1 hr 1 min
February 19, 2024Unboxing Ecommerce Cleaners on the Packaging Today Show | Ep 161
In this episode, we dive into an intriguing discussion that spans the casual and the technical spheres of packaging design. Evoking a sense of curiosity and critical thinking, the podcast explores various packaging concepts through an unboxing experience. Get ready for an engaging and educational journey as we dissect the subtleties of packaging constructions, materials, and sustainability considerations.
The conversation starts on a light note with chatter about personal lives and current events. It quickly transitions into an in-depth analysis of LED technology on basketball courts and its potential applications in packaging design. The hosts also speculate on the evolution of packaging mediums and digital media's influence on the industry. They express their honest opinions on an unboxing experience sent by Fred Richards, evaluating the construction, labeling, and sustainability implications of Pathosans' packaging. Their critique offers constructive feedback aimed at improving the packaging in question while fostering a larger discussion about innovations in packaging design.
Digital LED technology, as seen in modern sporting arenas, has potential applications in the future of packaging design, offering dynamic, immediate updates.

The unboxing of Pathosans showcases a thoughtful packaging design with areas for improvement, such as minimizing labeling to enhance recyclability.

Constructive feedback on real-world packaging is valuable for entrepreneurs and companies seeking to optimize their packaging efficiency, aesthetics, and sustainability.

Suggestions for improvement include the use of water-activated paper tape, direct printing on corrugated boxes, separating inserts from boxes, and considering more sustainable materials like water-soluble labels.

The significance of staying informed and adaptable in the fast-changing world of packaging technology is highlighted through discussions of AI and other innovations.
42 min
February 15, 2024How to Design Packaging for Accessibility | EP 160
About the Guest(s):
Debbie Gokie serves as the Vice President of Consumer Health and Ease of Use at the Arthritis Foundation, a position that leverages her expertise in health to benefit consumers with arthritis. Through her work, Debbie coordinates with brands and oversees the testing of their products to ensure they meet the ease of use standards set by the Arthritis Foundation. In this role, she also helps to dispel myths about arthritis, educate on its prevalence among all age groups, and advocates for packaging that is accessible to everyone, including those with arthritis.

Support the Sponsors:
Factory Direct Packaging Manufacturer: IDPdirect.com

Manage your packaging specifications with Specright.com

In this insightful episode, Evelio Mattos sits with Debbie Goki to unveil the challenges faced by individuals with arthritis and the importance of designing accessible packaging for them. This conversation sheds light on a frequently overlooked topic within the realm of packaging design—ease of use for people living with arthritis. The episode is not only revealing of the prevalent misconceptions about arthritis but also emphasizes the power designers wield in enhancing the quality of life for millions affected by this chronic condition.
Delving deep into the intricate relationship between consumer products and accessibility, Evelio and Debbie address the obstacles encountered by both adults and children with arthritis. They explore real-world scenarios where packaging design falls short, leading to products that are often too difficult to open. Debbie outlines how the Arthritis Foundation's testing and certification program can be a beacon for brands, guiding them towards creating packaging that fosters user autonomy. The episode underscores the profound impact and positive brand loyalty that can result from thoughtful design that considers all potential users.
Arthritis affects over 60 million adults in the United States, with two-thirds under age 65, challenging the stereotype that it is only a condition for the elderly.

The Arthritis Foundation can certify products as "ease of use," ensuring they are accessible for those with arthritis, thereby promoting brand loyalty and consumer retention.

Debbie emphasizes that accessible design transcends catering to those with arthritis—it offers independence and empowers users by removing barriers of product usage.

The episode reveals the upcoming launch of design guidelines by the Arthritis Foundation to assist designers and engineers in creating products that are easy to use for everyone.

A significant statistic mentioned is that 72% of consumers prefer products that are easy to use, highlighting the business incentive for accessible design.
"Once you get a product that you can open, and it's easy to use. You're not going to switch brands." - Debbie

"The majority of our brands have said it's a shelf differentiator." - Debbie

"We want to be able to give them their yeses." - Debbie

"If I make something easier to use and more accessible, I'm empowering somebody." - Debbie
The resources and references mentioned in the episode include the Arthritis Foundation website at arthritis.org. Also highlighted are the design guidelines being launched by the Arthritis Foundation, which will be available on their website for public access.
Encourage your curiosity and deepen your understanding by listening to the entire conversation with Debbie Gokie on this episode. Learn more about the importance of inclusivity in design and how it can make a real difference in people's lives. Stay tuned for more enlightening episodes that promise to broaden your perspective on packaging design and beyond.
Episode Summary:Key Takeaways:Notable Quotes:Resources:
45 min
February 10, 2024 Louis Vuitton Lunar New Year Packaging with Ai by Brian Sykes | Ep 159
About the Guest(s):
Brian Sykes is recognized as an AI master and a visionary in the realm of design and branding.
Order Brian's Classes.
Find him on LinkedIn
With a degree in communications and a focus on commercial art, Brian launched his own business shortly after college. Initially starting with Sykes Design, he quickly evolved the business into Ad Journey, a branding and marketing agency that he successfully ran for 23 years. In December 2022, Brian shifted his focus to exploring and understanding the possibilities of AI in the creative process, particularly after AI's capability to generate visuals from prompts deeply interested him. He now dedicates his time to educating others about generative AI, sharing his knowledge through daily posts, writing books like "AI Explore Prompt Fundamentals," which had over a thousand copies sold, and engaging in various platforms to show the practical uses of AI tools.

Support our Sponsors:
Order packaging for established brands direct from the factory with IDP Direct

Manage your packaging specifications and sustainability targets with SpecRight
Episode Summary:
In this insightful episode, Brian Sykes, a former agency owner and an AI aficionado, delves deep into the world of creating design elements with the help of artificial intelligence. As the conversation unravels, Brian presents the intricate dance between existing brand identities, like that of luxury fashion house Louis Vuitton, and the burgeoning capabilities of generative AI into the design lifecycle.
Brian and Evelio discuss the transformative journey of integrating AI into the creative process, touching upon key concepts like brand sensitivity, creativity, and storytelling in design. The discussion navigates how AI like ChatGPT and MidJourney can be conversed with to yield precise results that honor both the brand's heritage and the cultural significance of themes like the Chinese Year of the Dragon and lunar new year packaging design.
Key Takeaways:
Embracing AI requires not just learning new tools but adapting the dialogue and process to fit creative goals.
Effective AI use in design involves understanding and communicating specific elements like brand identity, cultural relevance, and design style.
There is significant preparation and iteration behind the impressive visuals created by AI, revealing the depth of work AI-driven designs entail.
The transition to AI in design isn't about replacing traditional methods but augmenting them creatively and efficiently.
As the AI landscape evolves, learning to incorporate these tools into the workflow can greatly enhance a creative professional's output and capabilities.
Notable Quotes:
"Just because you can do it faster doesn't mean we're doing it better."
"If everybody's a great designer, then is there really great design?"
"The more head knowledge we have, the more impact we can have on that creative process to get the results that we're looking for."
"The more information that we're kind of feeding it is going to give us the results of what we're after and it's going to get much more on point."
"By the time you finish up with the course, you're surprised with all the things that you're doing different, where you've fully integrated generative AI into your workflow."
Resources:
AI master Brian Sykes can be connected with on LinkedIn.
The book "AI Explore Prompt Fundamentals" was mentioned as a significant resource for learning about generative AI.
Brian shared insights into his process via MidJourney and ChatGPT, two AI tools frequently used in the contemporary design landscape.
Stay tuned for the full episode to immerse yourself in the fascinating dialogue between Brian Sykes and Evelio, and to gain a deeper understanding of the role of AI in design and branding. Don't miss out on more enriching content that can revamp the way you approach creativity and innovation in the ever-evolving digital landscape.
54 min
February 10, 2024Packaging the Denver Broncos with Kevin Johnson | Ep 158
Follow Kevin Johnson:
https://www.instagram.com/kjdesignsthings/
Obviously go follow the Broncos:
https://www.instagram.com/broncos/

In the latest episode that unfolds on the Packaging Unboxd stage, we dive deep into the world of sports through the lens of packaging and design with none other than Kevin Johnson, the mastermind Creative Director at the Denver Broncos. With a career that zigzags through the vibrant corridors of Minor League Baseball, the NBA, and now the NFL, Kevin's journey is nothing short of a masterclass in blending passion with profession.

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This episode is a treasure trove for those at the intersection of sports and design, offering a rare glimpse behind the scenes of sports branding and its evolution. Kevin, with his nearly two decades of experience, pulls back the curtain on the Denver Broncos' branding saga, discussing the pivotal role of packaging in fan engagement and brand consistency. From the design intricacies of the Broncos' alternate helmet to the social media buzz it generates, Kevin lays bare the strategic thought process that goes into every decision.
But it’s not just about helmets and logos. Kevin takes us on a stroll through the streets of Denver, where mural projects and collaborative artworks speak volumes of the community's connection with the team. This episode is a narrative of transformation – from a child surrounded by cardboard dreams to a visionary shaping the Broncos' brand identity.
Key highlights include:
Diverse Design Realms: Explore the multifaceted world of sports design, where creativity meets functionality, from uniforms to experiential packaging.

Career Touchdowns: Kevin’s personal journey underscores the potential of carving out a unique path at the crossroads of sports and design.

Engaging Narratives: Discover the power of packaging in creating compelling stories that resonate with fans, fostering a deeper brand connection.

Evolving Fan Experiences: Witness the transformation in fan engagement strategies, moving towards inclusivity and community.

Creative Synergies: Learn about the emerging collaborations between artists and athletes, opening new avenues for personal and brand storytelling.
Featuring candid moments and insightful reflections, Kevin Johnson shares, "The proof is in the packaging… Packaging can make such an impact when you deliver something in the right way.” This episode is not just an exploration of Kevin’s illustrious career but a beacon for anyone passionate about the confluence of sports, design, and packaging.
Tune into this episode for an inspirational journey that bridges the gap between creativity and sports, only on Packaging Unboxd. Follow Kevin Johnson's professional and creative escapades on Instagram at @KJdesignsthings for more behind-the-scenes action.
37 min
January 22, 2024 The Science Behind Successful Brand Redesigns: Insights from a Marketing Expert | Ep 157
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Retail Luxury Sustainable Packaging: IDP Direct
Packaging Specifications Management: Specright

About:
Doug Hall is a marketing executive with a unique and non-traditional background encompassing various areas of expertise. Initially an organic and analytical chemist in flavors and fragrances, Doug transitioned into technical sales before completing his MBA. With experience across multiple industries, including food, beauty, and laundry, he has worked with big companies such as Procter & Gamble, where he contributed to brands like Tide and Gain. Doug has also pursued a PhD in organizational psychology, underscoring his commitment to lifelong learning and interdisciplinary approaches. His current role at Raybern's involves leading marketing initiatives, particularly focused on branding and consumer connection, leveraging his R&D background.
Episode Summary:
In the latest episode of our podcast, we delve into the intricacies of marketing strategy in the context of product redesigns and packaging evolution. Doug Hall, of Raybern's, offers listeners an insider's perspective on navigating the challenges and reasoning behind updating a brand's aesthetic and product formula.
Exploring the intersection of consumer psychology and marketing, Doug shares his journey from an organic chemist to a marketing expert, emphasizing the importance of starting with consumer insights and minimizing disruption to customers' shopping experience. The conversation unwraps the complexities and considerations of rebranding, touching upon topics like consumer behavior, the impact of COVID on the food industry, and the experiential details that go into creating the perfect microwavable sandwich.
Key insights emerge as Doug discusses the balance of keeping a brand fresh yet familiar, highlighting the risks and rewards of changing packaging. The strategic thinking involved, from the inception to the rollout of new designs, showcases how data-driven decisions can revitalize a brand whilst still catering to loyal customers.
Key Takeaways:
A packaging redesign should have a substantial reason behind it, rather than just a desire to make one's mark on a brand.
Changes to packaging or products must involve cross-functional planning and communication to address the impact on various departments and operations.
Budgets for rebranding must account for extensive components including agency work, photography, packaging printing, and old product phase-out.
Raybern's leverages insights from consumer trends and QSR standards, ensuring their product reformulations and branding continue to resonate with evolving tastes.
Doug emphasizes the critical nature of maintaining brand familiarity, minimizing the risk of losing customers who might reconsider their purchase if they notice significant changes.
Notable Quotes:
"The general rule of thumb that I have is avoid packaging changes, keep things on autopilot. If you've been buying it, keep buying it. Minimize disruption."
"Everything you do in marketing should start with the consumer. What do they like? What are they missing? What are their needs?"
"My whole goal here is to understand why you come into work and what we can do to make it a better workplace for you. Same thing with the consumers."
"If you were to buy some laundry detergent and you didn't see that sudsing, you'd be like, I'm not buying this again."
"Since I don't know what I'm buying anymore, I'm going to pick something new that fits better for my lifestyle now."
Resources:
Raybern's official website: rayberns.com
Doug Hall's professional LinkedIn profile for further inquiries and discussions on branding and consumer marketing: here>
Stay tuned and make sure to listen to the full episode for a deeper dive into the dynamic world of branding and consumer insights with Doug Hall. Join us on this fascinating journey through the behind-the-scenes actions that shape your purchasing decisions and the face of your favorite products.
43 min
January 10, 2024 Streamline Your Packaging Procurement Process | Ep 156
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If you need packaging, don't go to a distributor, go straight to the source. Click IDP Direct
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SpecRight
About The Guest(s):
Tom Preston (click for LinkedIn) is a representative from Specright, a company that offers a unique approach to organizing data for packaging and box management. With a focus on connecting different functional units and granular details, Specright helps brands streamline their processes and make data-driven decisions.
Summary:
Tom Preston from Specright joins the podcast to discuss how Specright's platform benefits packaging and box management. Specright offers a fundamentally different approach to organizing data, allowing brands to connect various components and trace their origins. The platform helps teams throughout the innovation and commercialization process, as well as post-launch, by providing a common pane of glass for accessing and analyzing data. Specright simplifies the management of specifications and enables brands to make more informed decisions about their packaging materials and components.
Key Takeaways:
Specright is a platform that organizes data for packaging and box management, connecting various components and tracing their origins.
The platform helps teams throughout the innovation and commercialization process, as well as post-launch, by providing a common pane of glass for accessing and analyzing data.
Specright simplifies the management of specifications and enables brands to make more informed decisions about their packaging materials and components.
Quotes:
"Specright is a fundamentally different approach to organizing data." - Tom Preston
"It's a combination of Google to be able to find what I need. It gives me recommendations on how to proceed." - Tom Preston
"Specright is a specification management platform that allows brands to put all their specifications in one place." - Tom Preston
44 min
December 29, 2023 Punk, Packaging, x Process with Paolo Proserpio | Ep 146
Pablo Proceerpio, an Italian designer known for his work with Gucci and Versace, discusses his journey from skateboarding and punk rock to the world of fashion and design. He emphasizes the importance of understanding the client's needs and finding the best solution for each project, even if it means setting aside personal preferences. Proceerpio's unique approach to design is evident in his album covers and packaging, which incorporate elements of his punk rock and DIY background. He also shares his experiences working with luxury brands and the lessons he has learned along the way.
Learn more about Paolo Proserpio, here.
Connect with Evelio Mattos
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41 min
December 29, 2023Mastering Print & Packaging Production | Ep 147
**About The Guest(s):**Dave Hopkins is the founder of Print Design Academy, where he teaches graphic designers to become experts in print and packaging design. He is also the host of the Quickie Podcast and the Color Bar Challenge. With a background in acting and a passion for print, Dave brings a unique perspective to the world of design.**Summary:**Dave Hopkins, founder of Print Design Academy, joins host Evelio Mattos on the Packaging Unbox podcast to discuss the importance of setting up files for print, the six steps of print production, and how designers can make more money in their careers by incorporating print and packaging design. Dave also shares insights from the recent Color Bar Challenge and highlights the growing trends in the print industry.**Key Takeaways:**- Print and packaging design is not dying but evolving, with a focus on unique materials, specialty finishing, and creating memorable customer experiences.- Designers can make more money by becoming involved in the print production process, from sourcing printers to helping with proofing and creating a seamless customer experience.- Inspiration for print design can be found all around, from everyday objects to unique packaging and print materials.- The Print Design Academy offers courses and resources for designers to master print and packaging design, with a focus on teaching the terminology, paper selection, file setup, working with printers, proofing, and how to make more money in the design business.**Quotes:**- "There's something unique about holding a physical print piece. It's way more satisfying than an Instagram post." - Dave Hopkins- "Print and packaging design is all about creating memorable customer experiences, even in the world of e-commerce." - Dave Hopkins
About The Guest(s):
Dave Hopkins is the founder of Print Design Academy, where he teaches graphic designers to become experts in print and packaging design. He is also the host of the Quickie Podcast and the Color Bar Challenge. With a background in acting and a passion for print, Dave brings a unique perspective to the world of design.
Summary:
Dave Hopkins, founder of Print Design Academy, joins host Evelio Mattos on the Packaging Unbox podcast to discuss the importance of setting up files for print, the six steps of print production, and how designers can make more money in their careers by incorporating print and packaging design. Dave also shares insights from the recent Color Bar Challenge and highlights the growing trends in the print industry.
Key Takeaways:
Print and packaging design is not dying but evolving, with a focus on unique materials, specialty finishing, and creating memorable customer experiences.

Designers can make more money by becoming involved in the print production process, from sourcing printers to helping with proofing and creating a seamless customer experience.

Inspiration for print design can be found all around, from everyday objects to unique packaging and print materials.

The Print Design Academy offers courses and resources for designers to master print and packaging design, with a focus on teaching the terminology, paper selection, file setup, working with printers, proofing, and how to make more money in the design business.
Quotes:
"There's something unique about holding a physical print piece. It's way more satisfying than an Instagram post." - Dave Hopkins

"Print and packaging design is all about creating memorable customer experiences, even in the world of e-commerce." - Dave Hopkins
37 min
December 11, 2023 Cow Farts, Category Norms, & Carbon Neutral Product Packaging Ep 155
TLDR: We talk about Cow farts, packaging design, inheriting designs that need to be updated, and balancing category norms with the need to stand out.
If you're interested in learning how professionals handle packaging redesigns this is the episode for you.

About The Guest(s): Jill is the Executive Creative Director at Neutral, the first carbon neutral food company in the US. With a background in graphic design and a passion for the natural food industry, Jill brings her expertise to create impactful and sustainable packaging designs.

Summary: Jill, the Executive Creative Director at Neutral, joins the podcast to discuss the company's mission to become the first carbon neutral food company in the US. She shares her background in the natural food industry and her experience launching her own product before joining Neutral.

Jill explains the concept of carbon neutrality and how Neutral works with farmers to reduce carbon emissions in the dairy industry. She also discusses the challenges of designing packaging that stands out on the shelf while still adhering to industry norms and regulations. The conversation concludes with a reveal of Neutral's new packaging design and the reasoning behind the changes.

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Key Takeaways:
Neutral is the first carbon neutral food company in the US, focusing on reducing carbon emissions in the dairy industry.
Carbon neutrality means there are no net new emissions from the production of a product.
Neutral works with farmers to implement emissions-reducing projects, such as feed supplements and forage management. The new packaging design for Neutral's milk products aims to address confusion, improve legibility, and highlight key product attributes.
Balancing industry norms and standing out on the shelf is a delicate process that requires understanding consumer decision-making.

Quotes:
"Carbon neutral means that there are no net new emissions from the production of the product." - Jill
"We knew we had to bring in some cues that would help us blend in." - Jill
"It doesn't need to be a bummer over your breakfast cereal. We just wanted it to be something that would maybe cheer you up." - Jill
39 min

About Packaging Unboxd with Evelio Mattos

From the publisher's feed

Packaging Unboxd is a podcast for packaging design enthusiasts who want to stay up-to-date on the latest trends and best practices. Hosted by Evelio Mattos, the Creative Director of Packaging Design, this podcast features insights from global experts on topics such as sustainable packaging, materials, manufacturing, and recycling. Listeners can learn how to create designs that are not only visually appealing but also environmentally responsible. Whether you're a packaging designer, engineer, or interested in making sustainable packaging choices.